Consider where you are in your business right now and your current growth trajectory. If you’re growing at 15% a month can you realistically increase that to 25% a month?

What’s your real value to the customer

We’re against general discounts for a number of reasons. We’re also against competing on price

It’s a race to the bottom that forces you to make a lot of tradeoffs.

If we priced KyLeads at five dollars a month we’d get more customers but it would be a challenge to support those customers, continue development, and also market our product.

Remember those questions you asked about your customers?

What outcome do they want and why?

That’s tied to the value you have in your customers eyes. It goes beyond the outcome you provide.

Think about how you brand yourself and your products.

Are you a luxury brand or a bargain brand?

Do have testimonials talking about the way you’ve changed the lives of your customers?

Does your messaging appeal to the emotions?

Are you segmented along demographic lines or psychographic lines?

Together, all these factors affect how your customers perceive the value or return on investment you deliver. The more value someone feels they can derive from your products and services the more they’re willing to pay.

Leadpages and Instapage have essentially the same software.

They have completely different price points.

Leadpages pricing

Instapage pricing

When you go to an upscale restaurant you’re primed to pay more for a meal than if you go to McDonalds.

Yes, they may use different raw materials but that’s just a small portion of the price difference. It all boils down to value (or perception of value).

If your competitors are charging $40 – $100 for products and you decide to charge $150 then two things can happen.

You position yourself as a premium brand and get higher quality customers or people ignore you as expensive.

We’ll discuss the psychology behind this. For now, let’s look at the most common types of pricing strategies and when to apply them.

Types of pricing strategy

When you break it down, there are many types of pricing strategies you can use for a new product or an old one.

The one you choose will depend on your answers to the questions in the previous section as well as your goals and branding.

For example, if you’re positioned as a luxury brand then you’ll avoid economy and penetration pricing and focus on premium or bundle pricing.

Let’s look at each one in turn.

Premium pricing (prestige pricing)

Premium pricing is a marketing tool in which higher prices are set to give consumers the impression of higher product quality.

This works when the business has a strong brand and is known for producing high-quality products. Consumers don’t always investigate deeply into the other options available on the market.

They have enough confidence in the premium product to justify the investment.

Bryan Harris sells coaching and services to help business owners build their email list. The prices range from $997 to almost five thousand dollars.

It’s possible to find products which promise the same thing for a fraction of the price.

Let’s move a little closer to home.

We all buy gas on a regular basis right? At the pump, there are three price points displayed.

I tend to stick with the normal unleaded, but when I’m feeling adventurous I’ll fill up with some premium liquid.

Premium pricing is a common strategy in the fashion industry. Designer brands, using the same materials, can mark up their products over 10x.

Think Louis Vuitton and Gucci.

Penetration pricing

Penetration pricing is a temporary pricing strategy designed to take market share from competitors. Companies use penetration pricing when they want to bring out a new product that has entrenched competitors.

There’s an introductory price that gets potential customers to try out the products. When they achieve their target market share, they increase the price.

This is not for every product.

It works best in markets where consumers are price sensitive and there is little difference between your product and the ones of your competitors.

Utilize this pricing strategy if you have the budget to push products out into the market quickly and can function with lower margins.

It wouldn’t make sense to sell your product at a loss and lose your business because of it.

Penetration pricing can attract the wrong group of customers or set the wrong expectations.

Conversely, you can achieve improve market share and create customers more quickly. Paired with a tripwire offer, they can increase your customer lifetime value.

Netflix started as a DVD rental service. Instead of a storefront, you’d order DVD’s online and they’d be delivered to you in a day.

At the time, they charged a dollar per DVD while stores like Blockbuster charged four to five dollars. Netflix has thrived while Blockbuster went bankrupt.

Economy pricing

Economy pricing is a pricing strategy which assigns a lower price to selected items. This could be to target a specific market or because production and marketing have been kept to a minimum.

Economy pricing is often used in the food industry. There are brand name items and the generic items that are made and sold by the grocery chain itself.

An example would be Heinz Baked Beans vs generic baked beans.

It’s not relegated to the food industry. It also happens in marketplaces where there is a lot of competition.

Fiverr is an example of an economy marketplace. Their value proposition is that you can get essential services done for your business starting at five dollars.

Udemy is another marketplace. They host courses but they don’t explicitly tell you the courses are cheap. Instead, they constantly reduce the prices of the courses hosted on their platform.

Price skimming

Price skimming is the opposite of penetration pricing. Instead of lowering prices, companies introduce their products at the highest price then lower them over time.

The first customers are early adopters who aren’t as price sensitive. When competition enters the market, the innovator lowers prices to attract consumers who are price sensitive.

This pricing strategy is ideal when you have a new product category ready to be introduced to the market. If not a new product category then a new take on an existing product.

This is what Apple did when they introduced the iPhone all those years ago. It wasn’t a new product category but it was a new take on mobile phones.

Price skimming can also create an early positive perception of your product. Buyers may perceive it as novel, high quality, and exclusive.

There’s a caveat before you engage in price skimming.

This works best with a large market. If the market is small you run the risk of alienating a large portion of it.

Difference between pricing strategy and pricing method

A strategy is a plan you use to achieve your goals while methods are the actual steps you take to get there.

For example, your strategy could be price skimming to capture an early adopter market and the method to achieve that could take the costs of producing your goods and adding a specific markup.

In this section, we’ll look at the different pricing methods you can use to achieve your pricing strategy.

Psychological pricing

The psychological pricing methods are often confused with a pricing strategy. Psychological pricing is a tactic used to arrive at a goal.

It’s a big topic in and of itself and we’ll look at the different types later in this post.

Psychological pricing uses the psychological impact numbers and the way they’re presented – to sway buyers.

In essence, you’re using a consumer’s emotions to influence a purchase decision.

The psychological pricing method you may be most familiar with is ending prices with a nine instead of a round figure. This is called charm pricing and it’s only touching the surface of psychological pricing.

Value-based pricing

Value-based pricing is a pricing method based on the value your products and services give the customer.

They either save other businesses time and money or make them money. An example of value-based pricing is Price Intelligently’s service.

They charge $45,000 to build a pricing page. It doesn’t seem reasonable at first glance but it’s the value they add on top of design and development that justifies their price.

This can be taken too far. Do you remember the lifesaving antiparasitic drug that was hiked 4000% by Martin Shkreli? Value-based pricing doesn’t historic prices into consideration because they have no bearing on the value your product gives today.

Businesses that offer unique or outcome focused products are in a better position to take advantage of value-based pricing.

SaaS companies that sell to other businesses like KyLeads are better geared to take advantage of value-based pricing because they solve problems.

Get feedback from your audience to understand how they perceive the value you deliver. Use surveys or interviews with different customer segments.

It’s similar to value-based pricing because it takes into consideration consumer perception of value. It’s different because value-based pricing isn’t as elastic.

Price discrimination is the best example of demand based pricing. Airlines are good at this. You may pay a premium based on when you want to travel (going to Bali in the summer vs the winter) or receive a discount.

If you’re able to generate increased demand for a product with limited quantities then you’ll be able to take advantage of demand based pricing.

In a saturated market with consistent and high overhead costs, demand based pricing may erode your profits.

Bundle pricing

With bundle pricing, businesses sell groups of related products together at a lower price to the customer than if they’d bought them separately.

For example, you may buy a six pack of soap for $15 Instead of buying them separately for $4 apiece. This allows you to increase your order value while giving your customers a discount.

If a buyer was to state a lower price first then the seller would adjust prices accordingly during the negotiation. If the seller was the first person to present a price, the buyer would attach to that amount and negotiate differently.

In another study, groups were asked to estimate various quantities, stated as a percentage. One question was “what is the percentage of African countries in the United Nations?”

For each quantity, a number between 0 and 100 was determined by spinning a wheel of fortune in the subject’s presence. Different groups were given different numbers which had a marked effect on estimates.

For example, the medium estimates of the percentage of African countries in the United Nations were 25 and 45 for the groups that received 10 and 65 respectively.

Just like with negotiations, when a higher number is presented first, it becomes the anchor.

In your business, it’s possible to do that whether you’re in person or online.

This is especially effective when you have multiple pricing tiers. We read from right to left so when you present the most expensive tier to the left, it’s processed first.

That means the lower pricing tiers are anchored against your most expensive price. It’s a subtle yet powerful effect.

Crazy Egg presents their most expensive tier first and their lowest tier is all the way to the right. Since we read from the left to the right, the most expensive tier is the one we focus on first.

Show fluency with pricing

In a study to determine the effect number presentation has on the purchase intent of buyers, researchers used three different advertisements for a pizza deal.

In the first advertisement, people could order 3 medium pizzas with unlimited toppings for $24. For the second advertisement, people could order 4 small pizzas with unlimited toppings for $24.

In the third advertisement, people could order 3 medium pizzas with 8 toppings or 4 medium pizzas with 6 toppings at $24 each.

Instead of going for the deals with unlimited toppings which were objectively better, they chose the deals with number fluency.

The ease of processing numbers in the study was mistaken for attractiveness in the offer.

In your marketing and sales material, present your offers in a way that’s easily processed by your audience.

$50 = Get 2 shirts for $25 each.

$12 = Get 3 widgets for $4 each.

Only include two multiples so it’ll be easily processed. Using 2, 3, and 4 to arrive at 24 reduces the fluency and effectiveness of this technique.

Use round numbers for emotional sales

Continuing with fluency, the roundness of your price ($200 is a round number as opposed to $129.34) can affect the perception of the offer.

When you have a round number, it’s processed more fluently. In a 2015 study, it was found that round numbers – because of their fluency – work well when the purchase is emotional.

The participants expressed the numbers “just felt right.”

Because of feeling right, positive reactions toward the product are enhanced. This is known as the rounded price effect.

How to use it in your business.

When people buy your products based on emotion then set the price to the nearest round figure. Remove cents and end it with a zero.

If your products are based on rational decision making then you’ll benefit from more specific prices. Implement charm pricing.

Real estate is an example of an emotional purchase that takes advantage of round numbers.

Have you ever seen a property listed with exact numbers?

Bundle products together

People only buy products when the pain of losing money is less than the benefits they’ll accrue when they buy. When you’re able to bundle similar products together, it reduces the pain of acquisition.

Bundling works best with products that inherently produce more guilt in the buyer. Luxury products or ones that allow people to indulge themselves fall into this category.

….framing the discount on the hedonic item provides a justification required to reduce the guilt associated with the purchase of such items. However, since no such guilt is associated with the purchase of utilitarian items, framing the discount on a utilitarian component of the bundle has little additional impact.” (pg. 18)

If you don’t have products in this category then describe the indulgent use for them instead of their practical application.

Another thing to note with bundled products is that inexpensive products shouldn’t be bundled with inexpensive products.

“Ultimately, time is a more scarce resource — once it’s gone, it’s gone — and therefore more meaningful to us,” says Mogilner. “How we spend our time says so much more about who we are than does how we spend our money.”

When you’re positioning your products, think of the experiential aspect. Can your customer spend time with your products and build an emotional connection?

Concert tickets

Amusement parks

Games

Movies

Sporting events

Recreational products (beer)

Create the right context

Many marketers use comparisons to show how their product is superior and competitively priced.

According to Itamar Simonson, Sebastian S. Kresge Professor of Marketing at Stanford GSB, this may have detrimental effects on your ability to sell your products.

“Telling people to make comparisons, which is a practice that marketers use a lot, can be very uncertain because it can change the behavior of consumers in very fundamental ways. It can easily backfire. Consumers may decide not to buy at all to minimize what they perceive as a heightened risk instead of following the advice that the marketer had in mind.”

He went on to say that:

“The mere fact that we had asked them to make a comparison caused them to fear that they were being tricked in some way,”

The context of the comparisons needs to be correct in order for it to work. If you’re comparing your product to a competitor just because you can then it may backfire.

Instead, compare your products to your competitors only when you have a reason for the price being different.

For example, you may be selling a cheaper pair of jeans and want to let your customers know. Instead of just telling them yours is the cheapest, which may create questions of quality, let them know why.

That could be because of better manufacturing processes, better suppliers, control of the supply chain, or anything else.

Give a reason why.

That will go a long way towards alleviating the fear of being tricked.

Robert Cialdini popularized the notion of systematic persuasion through his book Influence. In it, he talks about the experiment of Ellen Langer.

She asked a research assistant to try and cut in line. When the research assistant tried to cut in line with no reason, 64% of them agreed.

The researcher went back and asked another group of people, but gave a reason. This time, 94% of people agreed. It was interesting to note that the reason was trivial.

The act of providing a reason is more important than the reason itself. It was important that you gave a reason at all.

Show Prices at the right time.

The time you show the price of the product influences how people evaluate the purchase decision.